showcasing the interesting and unique features. This requires a
fully prepared marketing strategy. Sometimes using a marketing
strategy in which you point out your differences can be effective,
but there is also a risk in doing so. To name the competition can
only give these competitors credibility and recognition. Unlike
consumer products, such as the brand Suave, which advertises the
fact that it is of the same quality as other brand names, but costs
less, it is hard to use this as a marketing advantage in events. Trav-
eling carnivals may promote the fact that they are a better value
than a full-blown amusement park. However, it becomes evident
to the consumer that $25 million of investment in rides and at-
tractions may be a better experience.
When an event is successful, there can, and will be, imitators
who market their events the same way, copying advertisements
and themes as well as the look of the events. This can not only
add to confusion for the public, but also hurt both the original
event and the imitator in the end. Lollapalooza, a summer concert
tour featuring a very diverse assortment of musical rock groups at-
tracting fans in their teens and twenties, became a surprise run-
away success in the concert business, breaking attendance records
across the United States. After the second year of the tour, there
were countless imitators marketing their tours in similar fashions,
eventually giving music fans comparable choices.
WEATHER
Unlike a consumer product that is marketed on its own virtue, the
weather can be an advantage or disadvantage in selling a special
event. Weather can set the mood for the participants or consumers
of the events. For example, consumer ski and travel shows typi-
cally take place in early November, a time that enables attendees
to preview the latest ski equipment and ski resorts. Research has
shown that, when the weather was cold, the show’s attendance in-
creased measurably. On the other hand, when the weather was un-
seasonably warm during the show, attendance declined dramati-
cally. In these cases, the weather had a significant effect on the
outcome of the event.
Weather also plays a big role in sporting events. Opening day
of Major League Baseball is a unique event in which fans come
outside to enjoy the end of winter and the beginning of spring.
Professional beach volleyball’s success has to do, in part, with the
Marketing Festivals and Fairs 153